Men's Grooming in Chile

2021 DEVELOPMENTS

Men's grooming registers high growth in 2021, with premium men’s fragrances a particularly dynamic performer

Men’s grooming registered significant growth in 2021, which far exceeded sales achieved pre-pandemic, therefore overcoming the downturn related to restrictions and home seclusion in 2020. Particularly dynamic performers were premium men’s fragrances, men’s skin care and men’s razors and blades.

Chileans males are increasingly interested in men's grooming products

Chilean males are generally showing greater interest in self-care and their appearance. This is encouraging multinationals to continue to develop this trend in Chile, predicting that local demand is likely to further rise.

Unilever retains leadership but L'Oréal makes notable gains due to sales of premium men’s fragrances

While Unilever (Axe, Dove, Rexona Men) retained its leadership of men’s grooming in 2021, L'Oréal was a particularly dynamic performer, significantly increasing its share and moving up two positions to rank second overall. This was mainly due to its strong performance in premium men’s fragrances, a solid distribution and sales network coupled with the greater financial capacity of local consumers in 2021, which created positive conditions for L'Oréal to thrive.

PROSPECTS AND OPPORTUNITIES

Changing society will encourage males to continue exploring men’s grooming in the coming years

Chilean men are traditionally known as being fairly conservative in their preferences, but this perception is being gradually eroded, with younger generations increasingly questioning pre-defined concepts of masculinity. Therefore, a growing number are interested in men’s grooming and are willing to buy a range of products across the category.

Companies must continue to promote quality and sustainable products

2022 is an opportunity for companies to continue developing strategies to attract potential customers by offering more specialised and quality products that are more sustainable, since the pandemic has made consumers increasingly aware of topics such as sustainability in addition to customer service and a better shopping experience. Moreover, major department stores and beauty specialists in the country in addition to players are expected to see an opportunity to strengthen the position their private label products in the category by offering competitive prices and promotions.

E-commerce to consolidate position as a key distribution channel for players

Major players have taken steps to restructure their sales strategies by prioritising distribution channels such as e-commerce, identifying the change in consumer habits as a result of the pandemic. They also understand the importance of highlighting that they are concerned about the welfare of customers and sustainability issues, with the aim of strengthening brand loyalty while introducing innovative products.